Packaging design isn’t difficult … for Avril Lavigne

Help, I've been informed and I can't become igonrnat.

At least 50 designs were proposed for the packaging of this fragrance throughout the course of the project. The final design was decided by a focus group of consumers from a small handful of designs Avril approved. The final design was chosen for it's relevance to Avril, it's visible impact on shelf, it's relevance to the bottle design. Unique or not, it is generally loved by the target market.

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Thanks for the comments -- and I'm glad most of you see that my ribbing of Ms. Lavigne is meant in fun. Being a pop star (or any celeb, really) is a lot harder than it looks. Just trying to keep up with the pace is enough to bring a lot of them to a tragic end. It's a credit to her that she seems pretty sane through all the craziness.

Here is perfume review from that talks about the packaging of Black Star: palacinka.com/2009/08/impulse-buy-of-week-avril-lavigne-black.html

Many people seem to find it easy to dismiss this young lady's accomplishments, but I definitely would not sell Avril short on her business sense, her style and design choices, she is a proven success story, and almost everything she does, she succeeds at it, because she works very hard at accomplishing her goals. Avril has proven herself time after time. Here are some of Avril's accomplishments: Avril Lavigne has sold over 30 Million records and she accomplished that by ripe old age of 23 years old. Over a year ago Avril launched a clothing line "Abbey Dawn" and it has been a hugely successful clothing line and this lime is expanding too. Avril does not just endorse it she designs it, she is very involved with this clothing line and wants it to keep expanding. Now Avril has now launched a fragrance line, which btw is getting a lot of good reviews too, she worked on this project for over two years before releasing it, to ensure that it was done right. Avril also did some modeling to for Chanel when she was a model with the Ford Modeling Agency, and yes Avril is a huge fan to Chanel products too. Here are some pictures of Avril modeling Chanel: gallery.avrilbandaids.com/thumbnails.php?album=735 All I am saying is don't underestimate this Avril Lavigne, she is very good at almost everything she does, weather you like her or not, she is a very successful young woman that knows what she wants and she knows how to succeed at getting it, and I think she is someone that we can all learn from.

Misha, I like your comment about "Chanel gone goth" ha ha! I thought it had a little familiar flavor to it. Couldn't quite put my finger on it until you mentioned that.

Lots of great points here. Thanks for the input. Seems like most of you see it as either silly or right on target -- which I kind of go back and forth on too. Perhaps like so many things in pop culture, this is both.

Doesn't anybody else think this looks like Chanel gone Goth? Not very original, but I wouldn't expect Avril to be original.

It is much easier to design a package when the person who is making the decision knows what they want and the rest of the folks know what can be done. All too often the table is loaded with head-nodders and it is up to production to figure out how they can do it. I was at a customers where they were storing $300,000 worth of packaging that marketing decided after they did not like. I had not a nickel invested but I suggested the P.A. call up the head of marketing and ask for his address because the packaging was getting dumped on his front lawn. Apparently it worked and marketing approved the packaging for use. I got a big box of their wares for my sarcasm and many thanks and more business. Brands are too important to be left solely to marketing!

Avril is herself a brand and I think that she is ultimately responsible for brand management. Her she has set the creative direction and selected the carton and bottle that she felt best reflected her. I think she has done what any good brand manager should do.

When your whole life is formulaic, nothing takes a lot of thought. PINK AND SHINY YET GOTH. Done. Next project. If she designed a perfume for an older group of people, it would also be pink, glossy, and studded. Definitely no overthinking occurred here.

Ha ha! JJ -- good point. All the meetings, research etc. can definitely water an idea down. Like that old saying -- "a mule is just a horse designed by committee." All that said, however, there was probably still a lot of such boring stuff done behind the scenes on this -- Ms. Lavigne probably just didn't get stuck sitting through it ... which makes sense -- a star's time is pretty valuable.

I hear that Avril Lavigne's perfume is getting really good reviews. The box is very cool and unique, it is special special and something I would definitely keep for a long time. Most boxes are so often pretty lame, but not this box this box rocks. So why do these so called packaging designers make boxes that are as cool and unique as Avril Lavigne's, perhaps they are over analyzing too much, anyway that is my guess, come on people get a clue.

Ur awesome Avril I love u ur my idol ur my everything

I want this perfume now, I love the box too, most of the perfume boxes I have got with the perfume I have bought I just wanted to throw them away, but this box is so cool I would keep it, because it is unique and expressive.